Integrating advertising and publicity : a theoretical examination of the effects of exposure sequence, publicity valence, and product attribute consistency
Year of publication: |
2010
|
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Authors: | Kim, Jooyoung ; Yoon, Hye Jin ; Lee, Sun Young |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 39.2010, 1, p. 97-113
|
Subject: | Öffentlichkeitsarbeit | Public relations | Werbung | Advertising | Marketingmanagement | Marketing management |
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